You can’t have a business without customers, and though it would be nice if organic traffic brought in all of your leads, that usually isn’t the case.
Lead generation can help you reach more potential customers than ever, which is especially important as the cannabis industry is poised for massive change.
Business-to-Business Lead Generation Basics
Before we discuss how to leverage cannabis b2b lead generation to take your business to new heights, we need to get on the same page about what it is and why it’s so essential to business success in 2025.
What is B2B Lead Generation?
Business-to-business lead generation, or B2B lead generation, refers to finding other companies that might be interested in your products or services. The companies you or your sales team might be able to convert into customers are referred to as leads.
Lead generation is about more than gathering a list of companies, though. Effective lead generation involves doing careful research to find qualified leads: companies that are more likely to need your products or services.
Generating rich lists of highly qualified companies can be a serious undertaking. Working with a B2B lead generation agency can help. A company like NisonCo will research market segments and cut lists for you so that you can focus on converting those leads into customers.
Why is B2B Lead Generation Important?
As we mentioned earlier, you can’t just wait for leads to come to you. To maintain a robust sales pipeline and ensure continuous growth, you need to be proactive with your outbound marketing. B2B lead generation is potentially the most impactful thing you can do to bring in highly qualified leads.
Generating B2B Leads
If you work with a qualified lead generation company like NisonCo, all you’ll have to worry about is closing deals. However, it’s still helpful to have a general idea of the process.
How Does Lead Generation Work in B2B Marketing?
There are several steps to successful B2B lead generation.
Ideally, you’ll start the process by fine-tuning your internet presence. Prioritizing SEO, crafting high-value content, optimizing your professional social profiles, and more will strengthen your credibility and provide built-in marketing materials. NisonCo offers SEO, content creation, and media marketing alongside our B2B lead generation services to keep your entire strategy cohesive and consistent.
Once you’ve established a strong online presence, you and your chosen agency can move on to active B2B lead generation.
- Research Your Ideal Customer. You need to decide what types of companies you hope to reach before you start reaching out to them. Creating an ideal customer profile based on your company’s offerings, strengths, and limitations will make the next steps of the process much simpler — and more effective.
- Find Businesses that Fit the Profile. Once you’ve narrowed down the types of businesses you’re looking for, you can find real companies that fit the bill. You and your lead generation agency can use countless tools to narrow down these businesses and begin to cut lists of qualified leads.
- Fine-tune Your Marketing Approach. This step technically takes place throughout the entire process; you must continually refine your messaging to align with what resonates most with your potential clients. Choosing marketing channels falls into this step, too. Will you choose traditional methods, like cold calling, direct mail, or email outreach, or will you try modern methods, like targeted social content?
- Reach Out to Your B2B Leads. Now for the exciting part: contacting your leads!
- Follow Up With Qualified Leads. Your job isn’t done after you send off the first round of calls or emails. Most leads require at least a couple of follow-up contacts to close the deal.
What is the Best Way to Generate B2B Leads?
There are countless ways to generate leads depending on your company’s goals, resources, and simple personal workflow preferences.
At NisonCo, we use a combination of innovative automation tools and customized, people-powered processes to generate effective lists of B2B leads. We leverage automation tools in the preliminary research stages to begin cutting lists, rely on our proven marketing expertise to cut final lists, and tailor outreach strategies to match your business goals and the companies you are targeting.
NisonCo can help your business determine qualified leads using tried-and-true methods, combined with time-saving automation and integrations. Click the above image to connect with our team today.
Making B2B Lead Generation Work for You
How can you ensure you’re getting your money’s worth from the lead generation agencies or software you invest in?
How Much Should You Pay for B2B Leads?
There’s no one set rate you should be paying for B2B lead generation. Fixed-cost lists of leads won’t be tailored to your business and likely won’t be particularly effective in helping you reach your goals. Any good B2B lead generation company will work with you to create a plan — and a price — compatible with your goals.
For example, NisonCo keeps costs low for you by generating ultra-specific lists of companies and keywords to target. We don’t believe in casting a wide net just to get more clicks; we’re constantly thinking about search intent and how to best capture customers looking to make a purchase. This makes our leads more likely to convert — and more cost-effective.
What is a Good B2B Lead Conversion Rate?
Again, conversion rates vary widely depending on your industry, what you offer, and the marketing channels you use. There are a few techniques that you can leverage to land a higher conversion rate, though. As mentioned above, one of the most effective techniques is to cut hyper-specific lists of B2B leads. Working with a lead generation agency like NisonCo can also help keep your conversion rates up.
Succeed With a Top B2B Lead Generation Agency
B2B lead generation is one of the most effective ways to bring in new customers and create industry partnerships with other companies. Working with a top lead generation agency that also offers SEO, content creation, and media marketing capabilities can make your lead generation and outreach even more effective. To learn more about our services or to set up a discovery call, contact NisonCo today.
